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Coke's 'Zero' Brand Can Be Trademarked, TTAB Rules

Law360, New York (May 3, 2012, 7:19 PM EDT) -- Coca Cola Co.'s use of the word "zero" on a line of soft drinks has acquired distinctiveness and can be registered as a trademark, the U.S. Patent and Trademark Office's Trademark Trial and Appeal Board ruled Wednesday, rejecting an opposition by an Anheuser-Busch InBev NV unit.

Arguing that the word "zero" was merely descriptive, Anheuser-Busch's Latin American unit Ambev opposed Coca-Cola's application for trademarks on several product names that include the word, such as Coke Zero and Sprite Zero.

But the TTAB held that Coca-Cola has...
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